Apple has scheduled its much-anticipated autumn new product launch event to take place at the iconic Steve Jobs Theater in Apple Park at 1 a.m. on September 10, 2026. Themed "Illuminate a New Chapter, Shine Brightly," this event will mark the debut of Apple's newly appointed CEO, John Ternus, as the host. The iPhone 18 Pro series is anticipated to showcase the cutting-edge A20 Pro chip, crafted using TSMC's advanced 2nm process technology. Moreover, it may boast a groundbreaking physically variable aperture main camera, a first for Apple. In addition to these innovations, Apple is rumored to unveil its inaugural foldable smartphone, the iPhone Ultra, featuring a horizontally inward-folding design. Tmall will broadcast the launch event live and commence pre-orders simultaneously, with Apple's latest offerings also making their debut on the Tmall platform.